Tele2 Customers at Risk of Missing Sweden's Matches in Women's Football EM
Tele2 customers may miss significant matches in the Women's EM due to a broadcasting rights dispute with Viaplay.
Key Points
- • Tele2 customers may miss Sweden's EM matches due to Viaplay Sport not being part of their service.
- • Tele2 declined Viaplay Sport over high costs, while competitors included it without price hikes.
- • SVT airs Sweden's opening match; remaining matches will be on Viaplay Sport.
- • Negotiations between Tele2 and Viaplay are still ongoing, heightening uncertainty for viewers.
As the Women's European Football Championship kicks off, Tele2 customers are facing the unsettling possibility of missing key matches for the Swedish national team. This is primarily due to a significant dispute between Tele2 and Viaplay, the rights holder broadcasting the tournament, leaving many viewers without access to crucial games just days before the tournament begins.
On June 27, Viaplay launched a new sports channel aimed at enhancing their offering for the EM, but Tele2 has opted not to include Viaplay Sport in their service due to concerns over cost. Tele2 deemed the financial terms proposed by Viaplay unjustifiable, insisting they would lead to a steep price increase for their customers, something they felt was unwarranted, particularly since customers had not expressed a demand for the new channel. Contrastingly, competitors like Telia and Telenor have integrated Viaplay Sport into their packages without raising costs (Aftonbladet, 2025-06-30; DN, 2025-06-30).
Tele2 spokesperson Fredrik Hallstan explained the company's rationale, while Viaplay’s sports chief Erik Westberg noted that all operators were given the choice to carry the new channel, underscoring the competitive nature of broadcasting rights.
While SVT will air Sweden's opening match against Denmark, the subsequent matches—specifically Sweden's last two group stage games—are only available on Viaplay Sport. This puts Tele2 customers at considerable risk of missing out on these significant matches, especially those who do not have a Viaplay account or alternate access to the stream (Aftonbladet, 2025-06-30).
As negotiations between Tele2 and Viaplay continue just two days before the championship starts, the outcome remains uncertain. If an agreement is not reached, many Swedish football fans may find themselves sidelined from watching their national team during this important tournament.